Semiotics and NLP Integration in Heritage Communication: A Case Study of Urban Destinations

Abstract This study investigates how digital transformation reshapes the representation and perception of cultural heritage within contemporary tourism by analysing social media narratives of three key heritage sites in Ankara: Hamamönü, Ankara Castle, and the Museum of Anatolian Civilizations. Using a mixed-methods approach, the research integrates visual semiotic analysis—examining colour schemes, compositional patterns, and symbolic codes—with NLP-based sentiment classification of user-generated content from X, Instagram, and Facebook. Findings show Hamamönü is primarily represented through traditional architecture (41%) and gastronomy-focused experiences (34%), emphasizing its cultural and experiential identity. Ankara Castle highlights archaeological heritage (38%) and the urban landscape (29%), underscoring historical and spatial dimensions. The Museum of Anatolian Civilizations is associated with educational value (45%) and interactive exhibition practices (27%), reflecting its strong role in digitally mediated museum experiences. Sentiment analysis indicates polarization: museum-related posts are overwhelmingly positive (82%), whereas critiques focus on Castle infrastructure (28%) and visitor management issues (19%). Overall, the study provides a data-driven framework demonstrating how social media analytics can guide evidence-based strategies for digital transformation, effective promotion, and sustainable communication of cultural heritage sites.